Noticed all the advertising from bookmakers lately about "Best Price Guaranteed"? What a load of rubbish.
There are only two points of comparison - when you place your bet, and the SP. So linguistically it's wrong, as it can only the better of two, not best. But more importantly, what happens if the odds go
2/1 (your bet)
Do you get the 'best odds' then? No, you'd get paid at SP. It's a Starting Price guarantee, nothing more. True 'best odds' is what the Aussies call 'Top Fluc' - the best official price recored in the betting ring. The Advertising Standards Authority should pull Paddy Power, William Hill and any other bookmaker trying it on, up on this - it's just another attempt by bookies to pull the wool over punters' eyes.